Consumer Behavior

by Delbert I. Hawkins, David L. Mothersbaugh, Roger J. Best

Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changesin internet, mobile and social media marketing, ethnic subcultures, internaland external influences, global marketing environments, and other emerging trends.Updated with strategy-based examples from an author team with a deepunderstanding of each principle's business applications, the fourteenth editioncontains current and classic examples of both text and visual advertisementsthroughout to engage students and bring the material to life. Topics such asethics and social issues in marketing as well as consumer insights areintegrated throughout the text and cases. The 14th edition ofMothersbaugh/Hawkins is tech-forward in both format and content, featuring theaddition of Connect with SmartBook 2.0.

Genres: Business, Textbooks

1664 pages, Unbound

Published January 1, 2019

About the author

University Of Oregon

Del I. Hawkins BBA, MBA, PhD

Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston University’s Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan.

Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.

Reviews

[Linda · Rating 2 out of 5]

130 more pages to go - dull reading - does not make me excited about marketing...might as well read a dictionary and memorize all the terminology.

[Madison · Rating 2 out of 5]

Read for class- definitely have read worse textbooks. I could tell a lot of effort went into trying to make it engaging.

[Mark · Rating 3 out of 5]

For a textbook, I thought this one was alright.

[Rizwan]

nothing

[David · Rating 5 out of 5]

A low level textbook for marketing studies, this book is an excellent primer to the basic concepts of consumer behaviour.